Ira Schnapp’s DC Ads: 1966 Part 2

All images © DC Comics. From ACTION COMICS #336, April 1966

Continuing to look at Ira Schnapp’s house ads for April titles, this one promotes another 80-Page Giant full of reprints. Golden Age reprints were rare, since DC did not have good copies of the art in most cases and had to hire artists to retouch and sometimes redraw parts of them.

From THE FLASH #160, April 1966

Among the Silver Age revamps of Golden Age DC characters, Green Lantern and The Flash were the best. Both added new ideas to the original concepts. GL’s power ring is a fine example, as powerful as the will of the user.

From GIRL’S ROMANCES #116, April 1966
From YOUNG ROMANCE #141, April/May 1966
From GIRL’S LOVE STORIES #119, May 1966

Ira’s revised letter column headers were much better than the previous ones using set type. He did not do the art.

From ACTION COMICS #336, April 1966

TOMAHAWK was looking a bit desperate as it tried to rope in both horror and war themes. I like Ira’s display lettering here.

From GIRL’S LOVE STORIES #118, April 1966

After a few years of almost no house ads, the romance titles were full of them in this year promoting the new continuing soap opera direction.

From FALLING IN LOVE #83, May 1966

Another one debuts in this title with a fine Ira Schnapp logo.

From ACTION COMICS #337, May 1966

A full page ad probably intended to show the diversity at DC, but kind of a mess design-wise. The dark background color doesn’t help. Note that this has Scooter appearing in SHOWCASE, but it went right to its own title instead.

From HAWKMAN #13, May 1966

Sure, making fun of South American characters is a great way to attract readers.

From BLACKHAWK #220, May 1966

I’ve run out of things to say about these.

From OUR ARMY AT WAR #167, May 1966
From BLACKHAWK #220, May 1966
From WONDER WOMAN #162, May 1966
From DETECTIVE COMICS #351, May 1966
From LOIS LANE #65, May 1966

The Inferior Five, a creation of E. Nelson Bridwell, tried for a mix of MAD magazine humor with superheroes, and it had its moments. It was well-promoted by Ira Schnapp as you can see, with separate third-page ads for each character.

From OUR ARMY AT WAR #167, May 1966.

METAL MEN had started off well but by this time was reaching for crazy story ideas.

From FALLING IN LOVE #83, May 1966

At least the romance group was consistently pursuing a theme that would keep them going for a while.

From ACTION COMICS #337, May 1966

The 80-Page Giants were also consistently looking to past glories.

From SUGAR AND SPIKE #64, May 1966

DC’s last remaining funny animal title was also trying new things. This was a great feature, but came too late to turn the tide. Sorry for the poor scan, best I could find.


In editor Mort Weisinger’s Superman titles, the storylines usually remained as simplistic as they had been for some time.

From ACTION COMICS #337, May 1966

This Schnapp ad from many years earlier was revived with a long list of TV stations carrying reruns in syndication. I think it’s all lettered by Ira. His hand was not as steady as it had been, and things had to be crammed in, but it reads fine.

From FALLING IN LOVE #83, May 1966

Another new text page header from Schnapp, and he also did the other lettering.

From BLACKHAWK #221, June 1966

This ad promotes pinups of Batman and Robin that ran as double-page centerspreads. A nice idea (and they had Schnapp-lettered signatures). I’m not sure newsprint images are really suitable for framing, though.

From DETECTIVE COMICS #352, June 1966

Ira’s lettering is the star of this ad in my eyes.

From BLACKHAWK #221, June 1966

I’m guessing these Inferior Five ads were written by series creator Nelson Bridwell, also an assistant editor at DC.

From DETECTIVE COMICS #352, June 1966

The Justice League would seem to be a likely subject for house ads, but perhaps it sold fine without them, so attention was shifted elsewhere. A few third-page size ads was all they got in 1966.

From BLACKHAWK #221, June 1966

Could the lameness of checks ads become worse? They could when combined with even lamer poetry. I wonder if this was also written by Nelson?

From ADVENTURE COMICS #345, June 1966

Among his other areas of knowledge, Nelson Bridwell was a Shakespeare scholar, so perhaps this mildly amusing poem is also by him.

From ADVENTURE COMICS #345, June 1966

More glories from Superman’s past.

From STAR-SPANGLED WAR STORIES #127, June/July 1966

Another ethnicity handled poorly, though the character Egg Fu was created many years earlier in WONDER WOMAN.

From FALLING IN LOVE #84, July 1966

After some of the above ads, this one seems like a breath of reality. Melodramatic reality perhaps, but still…I can see how it might have appealed to a now elderly Ira Schnapp more than the other genres DC was selling. Great display lettering.

From ACTION COMICS #339, July 1966

The cover of this comic was lettered by Gaspar Saladino, so Ira’s work is just the top section and the on sale date.


Character weddings were another idea that might have come from what Marvel was doing with stories like the wedding of Reed and Sue in THE FANTASTIC FOUR. DC characters usually stayed single with a few exceptions.

From GIRLS’ ROMANCES #118, July 1966

Compare this ad to the ones for DC’s romance titles. It seems unlikely readers of those would be interested in Scooter, but I could be wrong. This is a fine variety-pack of Schnapp styles.

From FALLING IN LOVE #84, July 1966

See what I mean? Another fine layout from Ira making all this copy interesting by placing it in different shapes.

From ACTION COMICS #339, July 1966

Part of a series of ads featuring The Riddler that must have been inspired by the Batman TV show.


DC humor titles continued to get little attention except for this variation on an ad I showed in Part 1 with some new lettering at the top center.

From ADVENTURE COMICS #346, July 1966

A new PSA, but this one is lettered by Gaspar Saladino, not Ira. Wise words that are still true.

From DETECTIVE COMICS #353, July 1966

Another of these. Note that Ira could have reused the top line from the previous ad, but it was probably simpler to redo it.

From OUR ARMY AT WAR #169, July 1966

Another. While I did watch the Batman TV show, I realized about ten minutes into the first one that they were making fun of the characters rather than playing them straight, and it was a disappointment. The villains were fun.

From OUR FIGHTING FORCES #101, July 1966

This is a tricky one. The lettering on the cover is by Gaspar Saladino, but everything outside it is by Schnapp.

From FALLING IN LOVE #84, July 1966

Another letters page header lettered by Ira. He was a master of fine script.

I’ll wrap up coverage of ads from 1966 in Part 3, next. Other posts you might enjoy are on the Comics Creation page of my blog.

The Batman TV show on Wikipedia.

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